Creative agency TBWA\HAKUHODO has won a Graphite Pencil and a Wood Pencil at the D&AD Awards 2026 for the agency’s work on the Smart Eye Camera and Cheer Signs projects.
The Graphite Pencil went to ‘Smart Eye Camera’ (SEC), a smartphone-based ophthalmic diagnostic device developed by OUI Inc., a medical startup originating from the Keio University School of Medicine in Tokyo. The device provides diagnostic performance equivalent to traditional slit-lamp microscopes while being low-cost and highly portable, making it a vital tool for regions with limited access to eye care.
TBWA\HAKUHODO served as a strategic creative partner on the project, which was driven by OUI Inc.’s vision to “reduce global blindness by 50%.” The win was recognized in the Product Design / IP category.
The Wood Pencil was awarded to ‘Cheer Signs’, a visual cheering system developed for deaf athletes. Created to mark the 100th anniversary of the Deaflympics, the project was developed in close collaboration with the Deaf community and active Deaf athletes.
It was designed to transform the conventional auditory nature of cheering — including clapping and shouting — into a purely visual experience. The win was recognized in the Cultural Influence / Sport & Esports category. The client was the Tokyo Metropolitan Government.
Awards results
Project: Smart Eye Camera
Client: OUI Inc.
Award: Graphite Pencil (Silver equivalent)
Category: Product Design / IP
Project: Cheer Signs
Client: Tokyo Metropolitan Government
Award: Wood Pencil (Bronze equivalent)
Category: Cultural Influence / Sport & Esports
